Exploring Africa's heterogenous middle class' brand behaviour in the new digital age : practical insights from a multiple country study
Tendai Chikweche, James Lappeman, Hossain Mohammed and Paul Egan
| Year of publication: |
2025
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|---|---|
| Authors: | Chikweche, Tendai ; Lappeman, James ; Mohammed, Hossain ; Egan, Paul |
| Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 37.2025, 1, p. 55-71
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| Subject: | Africa | brands drivers | digital connectivity | Heterogeneous middle class | new normal | Mittelschicht | Middle class | Afrika | Markenführung | Brand management | Digitalisierung | Digitization | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2024.2346911 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015191963